Australian-listed crowd-sourcing start-up Newzulu hopes to use the forthcoming US presidential campaign to further bolster its live video streaming service.
Journalists have already adopted the technology, which the company launched this year, in the British general election campaign.
It has built its business partnering with news wire services, including Agence France-Presse and AAP, to deliver breaking news video across the globe.
Chief executive Alex Hartman said although mainstream news organisations covered political elections extensively, broadcast vans and film crews could not follow candidates everywhere, all the time.
This has led to Newzulu trialling its streaming technology with reporters at the Press Association.
"You can't drive a satellite truck next to an election bus and cover it in that way, so it's kind of unique editorially," Mr Hartman said.
"It can get into places where you haven't been before and I think it will play a massive role in the US election … I think that's where you'll really see its power".
Newzulu's faces competition from Twitter's Periscope, the live streaming app the US social media behemoth bought for a reported $US100 million ($128 million).
But Mr Hartman stresses there are differences between Newzulu's offering and Periscope, which has been criticised after streams from female users were hit with rude, often sexual, comments.
Periscope has also raised the ire of broadcaster HBO, who sent "take down" notices to the company after users streamed episodes of its hit show Game of Thrones.
Mr Hartman said Newzulu's live streams had about a 45-second delay because software and a team of about 40 journalists screened the content for copyright issues, profanity and nudity.
"Obviously Periscope is great for Twitter but there are issues with copyright breaches …profanity and nudity. It's not a moderated medium.
"Whereas when we take a live video stream our editorial team reviews it, validates it… and then sends it out through our news wire partners, so it's a different model for us. We are not about personal broadcasting, we are about news gathering."
Twitter said last week that Periscope's content policy expressly prohibited the broadcasting of copyright-protected content.
"We will respond to notices of alleged copyright infringement that comply with applicable law and are properly provided to us," Twitter wrote on its website.
Mr Hartman said Newzulu's model was two-pronged, not only working with journalists but also sourcing content from the general public.
"Citizen journalists" earn 50 per cent of the revenue their images and videos generate, with Newzulu retaining the other half.
When a news agency is involved, the revenue is split three ways, with the wire service earning 30 per cent, and Newzulu and the person who submitted the video splitting the remainder.
"Everyone's got a phone. We are going to get people sending video to us when they can make money doing so," Mr Hartman said.
Its live streaming service comes after the company raised $11.5 million in February and after it bought Canadian media and brand software platform Filemobile for $CAN5 million ($5.26 million) last October.
